A look into the local business behind the Winnipeg Jets Whiteout towels

The sea of white flooding Canada Life Centre for round one of the NHL playoffs isn’t just a show of Jets pride, it’s also a celebration of local business.

Behind the towels, tees, and playoff buzz is Dreamcatcher Promotions, a proudly Indigenous-owned company fueling the whiteout frenzy.

“We’re printing 7, 8 thousand towels a day, so we’re printing non-stop. We have been printing non-stop for about a month,” explained Michelle Cameron, the owner of Dreamcatcher Promotions.

Winnipeg’s Dreamcatcher Promotions has printed over 100,000 whiteout towels, along with thousands of shirts and hats, working long days, sometimes up to 18 hours to keep up.

“Our first order was 90,000 towels that have come and gone were already on the next 50,000 towels, so on and so forth, so every round was in were looking over 100,000 per round,” explained Cameron.

The company is the first Indigenous-owned business to take on the task, with owner Cameron saying this playoff partnership marks a proud milestone, not just for her team, but for Indigenous entrepreneurship in Manitoba.

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“A lot of businesses are coming to us now, saying I didn’t know you had the capacity, but it has gone beyond, now it’s inspiring the Indigenous community.”

As the Jets’ playoff run continues, their priority is to keep production as local as possible, sourcing materials from Manitoba suppliers, an accomplishment they will never forget.

“I cried literally, I was standing there crying happy tears when I saw them waving around their towels, and just the sea of white.”

With the whiteout in full effect and local businesses at the heart of the playoff action, Winnipeg’s playoff run is turning into a homegrown success story, one towel at a time.